Fitting Public Relations Into Your Hotel Marketing Plan
By Robert Festinger General Manager, YVE Hotel Miami | July 05, 2015
A good public relations firm can be almost everything to a hotel: its right hand, best friend, revenue manager, guest psychologist or all of the above.
Think of public relations as more than hiring an agency to contact the media. Granted, a PR agent can pitch the media on story ideas. They know how to contact reporters, whether by phone, email or social media. And they know when-they're savvy about never contacting a reporter when they're on deadline. But they can also do research about your brand and write about it based on the research. And they can write and post content to your hotel's website.
But an experienced public relations agency can also be your hotel's brand ambassador. PR agents can reach out to your clients and build relationships with them. They can help you project the right kind of image for your hotel. They know how to market your hotel's message through social media and how to engage with your target market. In essence, they become part of your marketing team, assisting the Director of Sales and Marketing with your annual marketing plan. They can make sure that your employees are knowledgeable about your hotel's brands and strategies and how to provide a higher level of customer satisfaction.
In revenue generation, a PR agency/publicist can assist the Revenue Manager and get your rate package up in times when you need it.
As I have noted before, the U.S. is one of the highest growth hotel economies in the world. Miami is sitting in the top ten markets of a potential $457 billion hotel industry (by the end of 2016). A PR agency/publicist can drive your rate package up, keep it up, and can assist your revenue manager with productive growth in rooms packaging. A PR agent can work closely with your brand's marketing team to maximize search engine optimization (SEO) programs, thereby driving traffic to your website and increasing guest engagement through your digital channels.
A public relations agency can also assist the Director of Sales and Marketing with the annual marketing plan, by working with them on what is going on locally and nationally.